“Let’s Get Fuzzy” is centered on a 60-second spot that required four hours of filming for each second of animation.
Levi’s is taking inspiration from a 30-year-old campaign for its holiday effort. “Let’s Get Fuzzy” serves as a call back to the 1995 ad “Clayman,” the brand’s first global commercial and the first full-length spot completely shot in claymation, according to the brand. The brand’s decision to leverage claymation — which is considered to be incredibly labor intensive — could be welcomed by consumers, the majority of whom are growing tired of AI-generated content, particularly in advertising.
The 60-second video opens on a remote cabin in a snow-covered wilderness where friends are enjoying a holiday gathering. The night takes a turn as a ferocious yeti named Gus tries to break into the cabin before successfully running through the wall. Right when all hope seems to be lost, one of the characters throws a red sweater at the yeti in an apparent act of self defense. However, the sweater fits Gus perfectly, stopping his rampage and leading him to join the party as a welcomed guest.
” The video required four hours of filming for each second of animation, and the set and characters were made by hand, according to press details. No AI was used in the filming process, per the brand.
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